Walmart’s 23-episode holiday rom-com series “Add to Heart” features more than 330 products consumers can buy while watching on TikTok, YouTube and Roku. A number of companies like Amazon, Home Depot and Vizio have dabbled in this social commerce space, but the trend has yet to take off in the U.S.
WSJ explains how “rom-commerce” plays into the retailer’s larger strategy for shoppable content.
0:00 Walmart’s shoppable content
0:41 How shoppable content works
1:25 Behind the series
2:15 Social commerce strategy
3:10 Shoppable content trend, explained
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